scholarly journals Segmentation of Czech consumers as for their relationship to organic foods

2013 ◽  
Vol 59 (No. 8) ◽  
pp. 348-360
Author(s):  
J. Koudelka
Keyword(s):  
Market Segmentation ◽  
Consumer Behaviour ◽  
A Priori ◽  
Marketing Communication ◽  
Food Markets ◽  
Conventional Agriculture ◽  
Consumer Markets ◽  
Segmentation Approach ◽  
Post Hoc ◽  
Significant Attention

Products of organic agriculture have gained a significant attention among consumers. It creates a visible impact also on the products of conventional agriculture. This leads to the necessity to apply target marketing at the food resp. organic food markets. The objective of this article is to explore the possible approaches to the process of market segmentation at these consumer markets. The data of the Market & Media & Lifestyle were used. Variables of food consumer behaviour and lifestyle were especially selected. Three lines of market segmentation were inferred from the basic conceptual approaches: a priori segmentation, post hoc segmentation and forward segmentation. The data were analysed in several steps using multidimensional analyses. The results indicate a different marketing potential of the investigated approaches. A priori segmentation seems to be more proper for the purpose of the sales management. A broadly based post hoc segmentation should be useful when the concept of marketing communication is to be created. The elaborated forward segmentation approach will take place when the marketing strategy is evaluated.  

Transnational adaptation: changing determinants of grocery store choice of German consumers in London

2016 ◽  
Vol 4 (1) ◽  
pp. 20-40
Author(s):  
Ines Oswald
Keyword(s):  
Urban Areas ◽  
Consumer Behaviour ◽  
Grocery Store ◽  
Grocery Stores ◽  
Retail Sector ◽  
Dynamic Nature ◽  
Store Choice ◽  
Large Numbers ◽  
Consumer Markets ◽  
Complex Matter

This paper investigates grocery store selection among Germans in Greater London compared to native UK residents. Since consumers hold so much power, the grocery retail sector is highly competitive. Additionally, understanding consumer behaviour in urban areas with large numbers of foreign nationals is a complex matter. As internationalisation continues borders are becoming increasingly blurred. Therefore, it is crucial for managers of grocery stores to understand potential cultural differences in terms of store choice. The survey examined the changes, if any, in store choice determinants among Germans living in Greater London compared retrospectively to when they were living in Germany. To provide a comparison, a small group of native UK consumers were also surveyed. The resulting comparison revealed some significant differences and changes in grocery store selection over time. These findings are also likely to be useful for managers in the grocery retail sector when addressing the dynamic nature of transnational mobile and connected consumer markets.

Analysis of the Nascar Hall of Fame Exhibition Event: A Generation-Based Market Segmentation Approach

2019 ◽  
Vol 23 (6) ◽  
pp. 913-926
Author(s):  
Kakyom Kim ◽  
Giri Jogaratnam
Keyword(s):  
Generation X ◽  
Market Segmentation ◽  
Generation Y ◽  
Generational Differences ◽  
The Past ◽  
The Us ◽  
Segmentation Approach ◽  
Research Findings ◽  
Hall Of Fame ◽  
Southeastern Region

Research findings on generations have been becoming useful for event organizers and destination developers over the past decades. The current study investigated generational differences in exhibition dimensions, satisfaction, and future intentions along with trip characteristics of visitors to the NASCAR Hall of Fame Exhibition event held in a medium-sized city in the southeastern region of the US. Analysis confirmed the existence of six exhibition dimensions labeled as "exhibits," "staff," "facility," "concessions," "audio tours," and "hard cards" on the event. As part of the most substantial results, there were both dissimilarities and similarities in the exhibition dimensions across four generations including "Matures," "Baby Boomers," "Generation X," and "Generation Y." Analysis also suggested significant differences in exhibition visitors' overall satisfaction, future intentions, and trip characteristics across the generations. Some useful implications are discussed for exhibition event managers and organizers.

scholarly journals When Does HARKing Hurt? Identifying When Different Types of Undisclosed Post Hoc Hypothesizing Harm Scientific Progress

2017 ◽  
Vol 21 (4) ◽  
pp. 308-320 ◽  
Author(s):  
Mark Rubin
Keyword(s):  
Philosophy Of Science ◽  
Present Article ◽  
Literature Search ◽  
A Priori ◽  
Scientific Progress ◽  
Research Report ◽  
Research Results ◽  
Different Types ◽  
Replication Crisis ◽  
Post Hoc

Hypothesizing after the results are known, or HARKing, occurs when researchers check their research results and then add or remove hypotheses on the basis of those results without acknowledging this process in their research report ( Kerr, 1998 ). In the present article, I discuss 3 forms of HARKing: (a) using current results to construct post hoc hypotheses that are then reported as if they were a priori hypotheses; (b) retrieving hypotheses from a post hoc literature search and reporting them as a priori hypotheses; and (c) failing to report a priori hypotheses that are unsupported by the current results. These 3 types of HARKing are often characterized as being bad for science and a potential cause of the current replication crisis. In the present article, I use insights from the philosophy of science to present a more nuanced view. Specifically, I identify the conditions under which each of these 3 types of HARKing is most and least likely to be bad for science. I conclude with a brief discussion about the ethics of each type of HARKing.

scholarly journals Consumer Background and Decision Making Styles of Malaysian College Students

2017 ◽  
Vol 13 (1) ◽  
pp. 170
Author(s):  
Sharifah Azizah Haron ◽  
Anyanwu Hilary Chinedu
Keyword(s):  
College Students ◽  
Market Segmentation ◽  
Household Income ◽  
New Product ◽  
Simple Random Sampling ◽  
Higher Learning ◽  
Consumer Markets ◽  
Decision Making Styles ◽  
Klang Valley ◽  
Learning Institutions

This study tested a section of consumer styles inventory (CSI) among Malaysian college students. Using stratified and simple random sampling, 2068 samples were collected from five higher learning institutions in Klang Valley, Malaysia. The study extracted seven factors through exploratory factor analysis from the original CSI scale which was found reliable and useful to consumer markets. Gender, age, ethnicity, family size, household income and place where a student was raised were found to have significant influence on the CSI factors. The findings will be a guide for markets facing competitive pressures by guiding them on the appropriate market segmentation. In addition, firms should focus on the influential background variables during new product designs in order to get the target markets’ preferences and balance their competitive pressures simultaneously.

scholarly journals Segmentasi Pasar Ganda dalam Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra

2019 ◽  
Vol 4 (1) ◽  
pp. 1-7
Author(s):  
Gisela Anindita
Keyword(s):  
Social Media ◽  
Market Segmentation ◽  
Target Audience ◽  
Communication Strategy ◽  
Target Market ◽  
Marketing Communication ◽  
Important Thing ◽  
Product Service

Abstrak Komunikasi marketing adalah sebuah strategi dalam penyampaian informasi mengenai sebuah produk, jasa, ataupun kegiatan. Dalam komunikasi marketing, salah satu hal terpenting ialah segmentasi pasar. Target komunikasi dapat dibagi melalui demografis dan psikologis. Dalam artikel ini akan mendeskripsikan bagaimana ambiguitas target komunikasi marketing dapat terjadi pada Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG)pada tahun 2017. Secara garis besar, target komunikasi marketing KMG terbagi menjadi dua, yakni generasi X (kelahiran 1961-1980) dan generasi peralihan Y (1981-1997) dan Z (1998-2011). Hasilnya adalah karena adanya pengaruh perbedaan generasi dalam manajemen KMG itu sendiri. Nama Guruh Soekarno Putra, konsep acara, dan media sosial yang digunakan dalam strategi komunikasi marketing pun menimbulkan ambiguitas, sehingga target market yang dicapai terlalu luas dan menimbulkan ketidak-teraturan pada saat acara tersebut. Abstract Marketing communication is a strategy to give information about a product, service, or any activity. In marketing communication, one of the most important thing is a market segmentation. Communication target audience can be devided by demographic and psychology. This article will be describe about how ambiguity of communication target audience on Konser Malam Gembira: Merayakan Karya Cipta Guruh Soekarno Putra (KMG) 2017 can be occur. In larger scale, communication target audience KMG divide in to two, the X generation (born between 1961-1980) and transitional generation between Y (born between 19811997) and Z (1998-2011). The result found that the ambiguity is occur because of differencess between both generation inside the KMG organization itself. The name of Guruh Soekarno Putro, the concept of the concert, an social media that used in marketing communication strategy also make a ambiguity, thus maket the marketing target too widely and raises the chaotic at the concert.

scholarly journals A Priori Spatial Segmentation of Commercial Property Market using Hedonic Price Modelling

2021 ◽  
Vol 29 (2) ◽  
pp. 16-28
Author(s):  
Hamza Usman ◽  
Mohd Lizam ◽  
Burhaida Burhan
Keyword(s):  
Housing Market ◽  
Market Segmentation ◽  
A Priori ◽  
Model Fit ◽  
Hedonic Model ◽  
Hedonic Price ◽  
Property Market ◽  
Commercial Property ◽  
Spatial Segmentation ◽  
Property Price

Abstract The improvement of property price modelling accuracy using property market segmentation approaches is well documented in the housing market. However, that cannot be said of the commercial property market which is adjudged to be volatile, heterogeneous and thinly traded. This study, therefore, determines if the commercial property market in Malaysia is spatially segmented into submarkets and whether accounting for the submarkets improves the accuracy of price modelling. Using a 11,460 shop-offices transaction dataset, the commercial property submarkets are delineated by using submarket binary dummies in the market-wide model and estimating a separate hedonic model for each submarket. The former method improves the model fit and reduces error by 5.6% and 6.5% respectively. The commercial property submarkets are better delineated by estimating a separate hedonic model for each submarket as it improves the model fit by about 7% and reduces models’ error by more than 10%. This study concludes that the Malaysian commercial property market is spatially segmented into submarkets. Modelling the submarkets improves the accuracy and correctness of price modelling.

scholarly journals Analysis of chicken and turkey meat consumption by segmentation of Spanish consumers using food-related lifestyle

2021 ◽  
Vol 19 (1) ◽  
pp. e0101 ◽  
Author(s):  
Amparo Baviera-Puig ◽  
Luis Montero-Vicente ◽  
Carmen Escribá-Pérez ◽  
Juan Buitrago-Vera
Keyword(s):  
Statistical Analysis ◽  
Market Segmentation ◽  
Consumer Behaviour ◽  
Telephone Survey ◽  
Meat Consumption ◽  
Marketing Mix ◽  
Analysis Techniques ◽  
Turkey Meat ◽  
Segmentation Strategy ◽  
Shopping Location

Aim of study: Commercially, chicken meat has a similar positioning to turkey meat, as both are healthy and low-fat meats. For this reason, we proposed analysing consumer behaviour with respect to each of these meats based on market segmentation.Area of study: Spain.Material and methods: We carried out a telephone survey with an error of ± 4.0% at a confidence level of 95.5%, using the food-related lifestyle (FRL) instrument as part of the questionnaire. The statistical analysis techniques employed were different depending on the objective pursued: univariate, bivariate and multivariate analysis.Main results: Five segments were obtained: “Manager cook” (24.5%), “Healthy cook” (20.8%), “Concerned with food, but not cooks” (22%), “Total detachment” (11.9%) and “Rational shopper with little interest in cuisine” (20.8%). Notwithstanding the similar positioning of chicken and turkey meats, there are significant differences in purchasing and consumption habits between FRL segments. Specifically, there were significant differences in the frequency of purchase, the usual shopping location, purchasing criteria and preparation methods.Research highlights: Knowing the profile of these segments allows us to adapt the marketing mix (product, place, price and promotion) to each one. This is very useful for the companies due to the wide demand they face. First, they can choose the FRL segments to target and, second, they can define an appropriate marketing strategy according to these segments. In this way, market segmentation strategy based on food-related lifestyles may ensure companies a greater likelihood of success in the market.

Research and Managerial Implications

2013 ◽  
pp. 333-347
Author(s):  
Hans Rüdiger Kaufmann ◽  
Yianna Orphanidou ◽  
Francesco Casarin ◽  
Umberto Rosin
Keyword(s):  
Research Methodology ◽  
Consumer Culture ◽  
Consumer Behaviour ◽  
Marketing Communication ◽  
Market Selection ◽  
Market Intelligence ◽  
Culturally Adapted ◽  
Managerial Implications ◽  
Research Findings ◽  
Buying Behaviour

The chapter summarizes the project’s contribution to knowledge in the field of consumer behaviour and consumer culture, the applied, partially innovative, research methodology, and the major research implications. Furthermore, the key research findings are portrayed with respect to European consumers’ preference and motives for different beverage categories, the drivers and places for alcoholic consumption, further aspects of general buying behaviour, and the influence of branding and identity on alcoholic consumption. Concluding from the research findings, it provides practical managerial implications with respect to decisions on market intelligence, segmentation, positioning, and marketing communication with a special emphasis on the influence of health and to what extent these decisions can be standardized or should be culturally adapted. Moreover, innovative market clusters are described based on a variety of criteria to support managers’ decisions on market selection and market entry. The chapter finishes with a final note.

Segmentation of the Portuguese Clients of Pousadas de Portugal

2002 ◽  
pp. 70-88 ◽  
Author(s):  
Margarida G.M.S. Cardoso ◽  
Fernando Moura-Pires
Keyword(s):  
Market Segmentation ◽  
A Priori ◽  
Neural Nets ◽  
Self Organizing Maps ◽  
Self Organizing

The aim of our work is to perform a market segmentation of the clients of Pousadas de Portugal, a network for over 40 high-end small hotels, ENATUR. The data for this work was provided by a sample of more than 2500 clients that filled in a given questionnaire. The segmentation is based on how often the clients used the hotels, and on the type of stay they were seeking. A few different techniques were used: mixed approaches using a-priori constitution of clusters and/or neural nets (SOM – Self-Organizing Maps) and/or k-means. Profiling the obtained segments adds some new insights about the clients and helps ENATUR managers to better support new marketing decisions.

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